OLX: A Usability Case Study
In this case, I will discuss the OLX Indonesia.
OLX is a place to look for quality new or used items such as electronics, automotive, home, household appliances, various services, and also job vacancies.
OLX is one application that I often use to sell used items. When I use OLX I have several difficulty points.
Research
I started doing research by looking at several competitors, analyzing UI / UX, User flow, and reviews to identify problems.
Some local competitors: Jualo and Carousell
User reviews
I began to think, did other people feel the same difficulties with me? Then I saw a review on the Apps Store, and I found the same problem.
- The missing search column
- Difficulty when creating ads
- Difficulty interacting or communicating with the seller
- Functional issues
Scope
In this case, I will only discuss the flow of user experience when interacting in the search process until the user decides to buy a product.
Buying the product
Pain Points
- User Interface must be improved and create solutions based on the data obtained
- There is no chat function so that it is difficult to communicate between the user and the seller
- There is no function of a review on the seller to increase the user’s confidence to buy a product
Start with the solutions
Starting from Pain point, I tried to make a solution to solve it and introduce new features to improve user experience.
Homepage
I changed the total Homepage.
- Slider: Promote products that work with OLX
- Category: Shortcuts to find the category to be searched
- Recommendation (Artificial Intelligence): Display products related to user habits
Product listings
Because I have changed the total homepage page, then I will compare the current OLX homepage with the Product listing.
Here I minimize premium ads with banners (premium). The function of premium advertising is still the same as before, each premium ad will always be at the top between other products.
And in this product listing, I added several new features such as chat and stories to sell products.
Stories
From the results of the research that I have found, most OLX users do not last long, for example when users get the item they are looking for, users rarely open OLX applications.
In order for the OLX application to be more attractive when used, I added a story feature to sell a product. assuming the user who does not have the desire to buy the product, after seeing the seller’s story, the user has the desire to buy the item
So sellers have to make merchandise in their stories as interesting as possible when creating a story (editor)
Product details
I have made many changes that can be introduced on the product details page. I also want to highlight the chat feature associated with reviews in the Appstore, where users have difficulty interacting or communicating with the seller.
Reviews
Currently, OLX does not have a feature for reviewing sellers, so users who want to buy products have little doubt to buy, whether the seller is trusted with the items their sells.
With the review feature, users can judge whether the seller is good or not. And as a reference for buying items from the seller.
Thank you for reading
This is the result of a short case study from me, due to time constraints, research and a small amount of data. Still, need deep analysis and additional testing to improve it.
Hope you enjoy this case study. If you have feedback, I want to hear from you.
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